Sales Force Digitalization

Workload5 ECTS
LecturerProf. Dr. Sascha Alavi
Supervising assistantChristina Desernot, M.Sc.
Lecture ID074 555
TypeProject seminar with case studies
Time and place10/27/20 10:00-12:00, GD 04/620
11/02/20 10:00-12:00, GD 04/620
11/10/20 10:00-12:00, GD 04/620
12/01/20 10:00-11:00, GD 04/620
12/08/20 8:30-12:30, Zoom
01/26/21 all day, GD 03/230

Module contents:
In the course of digitalization, companies apply new technologies to generate, process, and analyze customer data. In this module, we will have a look at new possibilities and challenges for companies following digitalization. In this, we will examine how companies can use digital tools and big data to make their customer interactions as well as their internal business processes more effective. More precisely, we will consider changing market structures and new strategic options (such as mass customization or innovation leadership). Moreover, we will analyze the new digitalized customer journey and its implications for the sales force.
A central element of the module will be the elaboration of a case study together with top executives of selected companies. In the context of this case study, students will have the opportunity to apply and deepen their theoretical knowledge on digital topics and discuss their insights with experienced practitioners.
Students should be able to analyze a company’s specific market situation and to derive practical recommendations. At the end of the module, students will present their results to the top executives who will challenge and assess them.
For organizational and fairness reasons, we expect attendance at all dates. This is also conducive to a successful elaboration of the case study.

Composition of module grade:
The module exam consists in the written elaboration of a case study. Participants can achieve up to 25% of bonus points by delivering an oral presentation of their result. Bonus points are taken into account even if the module exam would not have been passed without bonus points.

Credit points are granted if participants pass the module exam. Participation in the module exam requires the completion of two exercises during the course with at least 70% of the achievable points. Participation in all lectures of the module is obligatory in order to pass the module exam.

Participants should be able to identify and explain important challenges and opportunities for companies following digitalization and to transfer this knowledge to a specific business case. Moreover, they should learn to analyze and compare different strategic options. Within the elaboration of the business case, participants should decide on a structured approach to develop an appropriate solution to the specific business problem and recommend a suitable plan for its implementation.

Arrangements for participation:
Only 40 students can participate in the module. Hence, a binding application is obligatory. Please submit your application including the following document until October 11, 2020 to

Please note: For Sales Management students, a registration via email to is sufficient. In any case, please provide you matriculation number and keep the deadline (October 11, 2020).


Christina Desernot, M.Sc.

Christina Desernot, M.Sc.

Christina Desernot, M.Sc.

Raum: GD 02/125 Telefon: 0234-32-25327 Telefax: 0234-32-14272 Sprechstunde: nach Vereinbarung E-Mail: Lebenslauf und Publikationen Forschungsschwerpunkte
  • Servitization
  • Digitalisierung
  • Mobile Working
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